1、 广播广告创意研究 摘 要 广播广告是一种诉之于听觉的有声语言， 它依托广播这种媒体传播商品、 劳务和公益信息，不过这种信息言过即逝，不同于图文并茂的报纸或杂志和 声画合一的电视广告，所以如何运用广播广告的语言去实施广告策略、进行 广告创意，实现广告诉求就显得尤为突出和必要。 语言、音乐和音响是构成广播广告的三个要素，其中语言是广播广告的 一个核心要素。 广播广告的语言是介于口头语言和书面语言之间的一种语言， 它既不想口头语言那样随想随说，又不像书面语言那样庄重严谨，广播广告 需要借助自然亲切、生动悦耳、声情并茂的言语来吸引听众、打动听众，所 以运用这种语言不仅要做到“以声夺人”，还要讲究“以
2、情感人”，“以理 服人”，使受众如闻其声，如见其物，如临其境。 本次论文主要从广播广告的自身特点出发，围绕广播广告的创意研究展 开。先对广播现有的发展情况，进行了科学、准确的收听调查，对广播台电 的总体风格进行重新定位，对个别节目进行重新编排，以市场需求打造专业 电台、精品节目，做到了品牌先行，办看得见的广播的理念。做到深入调查 研究，从中得出，要想立于广告媒介的不败之地，就必须有创意。 关键词：关键词：广播广告，广告创意，有声语言，媒体传播 RADIO ADVERTISING CREATIVE RESEARCH ABSTRACT Radio advertising is an appeal
3、to the auditory verbal language, it relies on the radio this media commodity , labor and public information , but this information is too fleeting ,unlike illustrated magazine or newspaper and draw a television advertisement strategy of advertisement , advertisement creative , achieving a wide appea
4、l appears especially important and necessary. Language , music and sound is composed of broadcast advertising of the three elements , of which language is a central element of radio advertising . Radio advertising language , it does not want to oral language as caprice with said , unlike the written
5、 language as a rigorous , radio advertising needs the help of friendly as a rigorous , radio advertising needs the help of friendly , vivid pleasant , sentimental words to attract the audience , audience , so use this kind of language not only to do “the Acoustic Duo” , but also pay attention to “em
6、otion” , “persuade through reasoning” , make the audience see , such as its object , nature . This paper mainly from the broadcast advertising of their own characteristics , around the radio advertising creative research . The first to broadcast current development situation , carried out scientific , accurate listening survey ,the overall style of broadcasting Teclast undertake licating afresh , for individual programs were rearranged , with market demand to create a professional radio , h
